Explore the fascinating world of fashion bloggers—from behind-the-scenes of picture-perfect Instagrams to how to make money as a blogger and more. Learn what bloggers are really doing at Fashion Shows.
People often wonder why on earth bloggers go to fashion week. They don't work in magazines and they aren't buyers. But they are consumers and have really close relationships with many other consumers through their blogs and social media, and at the end of the day, brands want people to buy their clothes.
Bloggers attending fashion week can serve as another marketing tool to create awareness for the show by wearing a current pieces in store to the show or building up anticipation for future pieces to look for, as well as trend spotting. But fashion week for bloggers isn't just about going to shows. There are lot of events, lunches, parties and branded campaigns that go hand-in-hand with this week of fashion.
HOW DOES A BLOGGER COVER THE SHOWS, BOTH DURING AND BEFORE AND AFTER?
What a blogger does before the show varies from person to person based on what the blogger covers on his or her blog. For example, if you cover fashion and beauty, you attend shows backstage before to look at beauty trends and see how hair and makeup is done and meet with the teams. Another noticeable trend before shows this year is Snapchatting where you're going, who you're running into outside and what outfit you're wearing to the show.
During the show, the front rows are full of iPhones. Everyone is Snapchatting or taking pictures to show favorite looks from the collection or a memorable moment.
After the show, bloggers usually post a picture of what they were wearing or a favorite look they saw. At the end of the whole week, some bloggers also post an overall fashion week post on their blog. Other ways to cover FW is by working with different brands and media outlets to collaborate.
DO BRANDS PAY BLOGGERS TO ATTEND SHOWS?
Bloggers attend a lot of shows during fashion week and it really is a privilege to even be invited to shows, let alone get paid to be there. But in a time when people want their shows to have a large reach, it is part of their marketing campaign to invite bloggers, and brands have allocated budgets to pay people to attend them, which would include anything from wearing the brand to the show and getting photographed in it to posting to social media live from the show.
So far this season, i'm sure you've seen Snaps from just about every show where bloggers give their followers and readers a new kind of backstage pass to Fashion Week. I would say the majority of people aren't being paid to attend shows. They go because they are interested to, or work closely with the PR or beauty brands who cover the shows backstage. But compensation, most bloggers are not paid directly, comes in the form of gifted clothing to wear to the show, car service, etc.
DO THEY SEND CLOTHES TO BLOGGERS?
Not for every show, but for a lot. Let's be honest: most bloggers first fashion show, they didn't know a single person. But as their blog grown, they will be fortunate to get brands to send them clothes to wear to the shows and it makes prepping for fashion week much easier. Lots of services are covered to make sure bloggers attend, just like other influential attendees. Apps like Priv, which come to your home or hotel room, offer services ahead of time to get a blowout or a manicure; Car service to make sure you arrive on time, etc. are all perks of getting to go to a show and it's an investment for a brand to make sure you get there and you look good wearing their clothes.
HOW DO BLOGGERS PICK OUT THEIR OUTFITS FOR THE SHOW?
We've asked a blogger and she replied with: "I start by looking at items I already own and seeing what has been sent to me so far and put looks together. I have a huge rolling rack in my living room and as new items are sent to me, the rack piles up. I try on different pieces and mix and match until I'm happy with my outfit. When I'm finished, I take a photo on my iPhone. I pack outfits together as a set so when I arrive in NYC or wherever, they're all together and I can be semi-organized. Having clothes gifted by the brand makes it easier to decide what to wear to shows. Then I finish off the look with my own shoes, bag and accessories."
